You want me to say that?!

Creative Ways to Motivate the Field to Adopt Your Messaging

Rising Chronic Conditions

Silver Tsunami

Population Dissatisfaction

Rising Chronic Conditions

GovernmentCollections

$

Healthcare CFO Timelapse

2000 2006 2012

2%

-17%

Third Annual “Celebrities that want to look

like Bob”Charity Event

Creative ways to motivate

the field to adopt your messaging

Survey

3rd Largest Enterprise Software Vendor

$3 Billion

70,000 Customers

13 Industries

$400 Million

1,500 Customers

350 employees

100 in sales

Industry facing tectonic shifts

Company undernew management

Product line ballooning

Retooling Sales Operations

Competition getting serious

C O M P L E X I T Y

Healthcare

Simplicity Complexity

Facilitator

Warrior

• Relationships

• Past

Performance

• Industry Expertize

• Trusted Authority

We have 1,000+ Customers

Largest market share in the world

Stable company with strong finances

OLD WAY – MESSAGING BACKWARD

We can see over the next ridge

We will take you to the promised land

NEW WAY – MESSAGING FORWARD

1.To gather, organize and communicate all useful healthcare information at the moment of decision making

2.To provide systems that ensure consistency and alignment across the enterprise, while promoting agility. Agility that enables the whole organization to quickly adapt in unison.

When you discover that you are riding a dead horse, the best strategy is to dismount

Develop powerful new messaging

Get the sales team to embrace that

messaging

2

Developing The Messaging

Executive Interest

Branding

Progress Reveals

Creative

Launch Plans

Sales Enablement

Webex

The portal is updated!

Here is your Timetable

Develop powerful new messaging

Get the sales team to embrace that

messaging

2

The messages have to work!

First things first

Tastiness of

Soup

# Cooks in the Kitchen

Candidates Pool 1: Heroes

successfulsales

people peoplethat really help

them sell

heroes

Candidate Pool 2: People that look like this

1. Apply it in the real world

2. Tune and Simplify

3. Rinse and Repeat

1. To gather, organize and communicate all useful healthcare information at the moment of decision making

2. To provide systems that ensure consistency and alignment across the enterprise, while promoting agility. Agility that enables the whole organization to quickly adapt in unison.

get systems to work together better

get people to work together better

but ..... support every discussion

context

Develop powerful new messaging

Get the sales team to embrace that

messaging

2

The traditional approach

MessageDevelopment

Field Enablement

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are BusyMost do Things at the Last Minute

They are Selective

They are Independent

How much information can the sales team

absorb?

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are busyMost do Things at the Last Minute

They are Selective

They are Independent

PM

1986 1997 2006

75% 15-20% 8-10%

Robert Kelley, Carnegie-Mellon University, 20 Year Longitudinal Study of Knowledge Workers

Information

Confidence

TheyWont Retain

Long Messages

They are Independent

Information

Confidence

So, while we were deep into the messaging ...

MessageDevelopment

Field Enablement

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are BusyMost do Things at the Last Minute

They are Selective

They are Independent

if you want different results,

behave differently

When will they pay attention?

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are busyMost do Things at the Last Minute

They are Selective

They are Independent

Frenzy

Quarters

Willingnessto

Re-Message

Stage of a Sales Pursuit

Willingnessto

Re-Message

Stage of a Sales Pursuit

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are busyMost do Things at the Last Minute

They are Selective

They are Independent

Click here to insert stuff about workshops

Don’t not change everything (at once)

Learn by Doing

TheyWont Retain

Long Messages

TheyAre Motivated

by Money

They are busyMost do Things at the Last Minute

They are Selective

They are Independent

Learn by Doing

TheyWont Retain

Much

TheyAre Motivated

by Money

They are busyMost do Things at the Last Minute

They are Selective

They are Independent

We give them an awesome toolkit, but they make up there own stuff,and then they blame us

Don’t get me started,they can’t sell,

they don’t even talk to customers

http://www.ainsbury.com/corporatevisions

THE END

www.ainsbury.com